Marketing Plan For New Generation Cell Phone

Marketing Plan For New Generation Cell Phone

THE Si-PHONE – A PRODUCT FOR SENIOR CITIZENS
Executive Summary
Apple Inc. is preparing to launch a new upscale portable telephone, the Si-Phone for senior citizens, which is a growth market.   We can compete with smart phones because our product offers a unique combination of advanced features tailored to the senior population at a value-added price.   We are targeting a specific segment in the consumer and business market, taking advantage of advanced features which are tailored to the senior population.   The Si-Phone is easy to use and has several distinct features addressed to seniors detailed further on.   Our “Big Idea” is to leverage the success by launching the Si-Phone to extend Apple’s brand even further.   In manufacturing and marketing a portable phone for citizens our purpose is to meet the particular elder’s needs in a phone with easy to basic functions to which added options can be included.  
The primary marketing objective is to create a market for our Si-Phone with unit sales priced at $350, and then focus on building customer usage. The primary financial objectives are to achieve first-year sales revenue of $ 4 million, keep first-year losses below $10 million, and break even during the second year.
Situation Analysis
Apple Inc., according to it 2009 Annual Report, was established on April 1, 1976 in Cupertino, California, and incorporated January 3, 1977.   Previously named “Apple Computer”, it changed its name to “Apple” to reflect its ongoing expansion into the consumer electronics market. We intend the Si-Phone to be a part of Apple’s consumer market products. Apple Inc. and its wholly-owned subsidiaries design, manufacture, and market personal computers, mobile communication devices, and portable digital music and video players.   It sells a variety of related software, services and peripherals. The Company sells its products worldwide through its online stores, its retail stores, its direct sales force, and third-party...